10 Common Mistakes When Setting Up Audiences In AdWords

I think it’s clear that the hot concept of the year has been that audiences are more important than keywords. While people have differing opinions here, it’s important to note that audiences should form a part of any successful AdWords strategy (even if you think keywords are still more important).
With this in mind, I thought it would be good to share common issues people find when setting up audiences.
Why You Might Use Audiences

1. Display Network Remarketing
This is the more traditional form of remarketing and is the kind that follows users around the Google Display Network either with static advertisements or with dynamic ads showing products that have been viewed on the website.
Criteria for audience lists: You can start using one of these audience lists once you’ve gathered up 100 members and can utilize lists based on the last 540 days.
2. Remarketing Lists For Search Ads (RLSAs)
Not everyone cottons to this form of remarketing, as it’s less obvious. This

Search Engine Land Source

Re-Examining The Top 10 Paid Search Best Practices, Part 1

Best practices — by definition — are a set of highly recommended tips and tricks born of repeated and ongoing expertise in a specific subject matter. As professionals, we rely on these tried and tested procedures every day because we assume them to be correct and effective.
But are these best practices always the right course of action? If anything, they might just be, as many describe, “just a good starting point” that shouldn’t be relied on as the only way to manage paid search.
Susan Waldes’ recent post here at Search Engine Land on why search marketers should reconsider using broad match challenges the best practice on avoiding that match type when possible. I read this piece and was inspired to re-examine other best practices search practitioners take for granted as being hard and fast rules.
The goal here is not to try to debunk these best practices — they’re all highly effective tips — but rather to explore a

Search Engine Land Source